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Fujitsu chided for its new ‘computers for women’

Apple introduced a new iPad and Macbook today, grabbing much of the attention on social media. But its Fujitsu that really knows how to get people talking.

Last Friday, the Japanese company unveiled a personal computer “for women.”

The “Floral Design” computer is aimed at “female [computer] users” and was designed primarily by Fujitsu’s female employees, according to a press release.

The device—which strives for “elegance”—comes with 12 daily horoscopes and a digital scrapbook that “automatically stores and organizes pictures and URLs of the items, retail stores, recipes, and other content that users come across when they are casually browsing the Web.”

“Women are not some special subclass of humanity with totally unique needs in laptop computers (and a bizarre and unshakable preference for the color pink). Laptops are unisex, and the talents of the vague ‘team of female engineers’ who were tasked with designing this monstrosity would be put to better use improving the user experience of all Fujitsu's existing female customers. If it's really such a problem for your female users to open and shut your laptops without chipping their manicures, Fujitsu, maybe the latch needs a redesign? Building a special, pink laptop Just For Women! is insulting.”

Sauer also notes that the press release about the new product devotes 19 words to technical specifications, and the rest to touting the horoscopes and bejeweled keys.

“I can't count the number of times I've been typing away on my Mac Book Pro and thought, wow, this consumer experience sure would be enhanced if my caps lock key were bedazzled and there was a built-in daily horoscope app. … This computer comes with both.”

Fujitsu says that the idea for the Floral Kiss was born from the fact that women make up nearly half of personal computer purchases. But as Jill Pantozzi, writing for blog The Mary Sue, insists: “Everyday items for ‘ladies’ almost always rub us the wrong way.” Kind of like Bic’s pen for women.